Overview
Frontier joined with eero Business to bring customers cutting-edge Wi-Fi 7 routers, and requested a fresh marketing page to promote this offering to its small business customers.
First I benchmarked other eero marketing pages across telecom as well as eero's internal marketing pages. Next, I built wireframes to establish the content structure and flow, working closely with my colleague, a UX Content Architect. After we nailed down the content structure of the page, we gathered stakeholder feedback and approval.
From there, we built high fidelity prototypes and tested them with users via UserTesting. We also worked closely with eero's marketing team throughout the entire process, ensuring proper eero branding guidelines were followed.
At launch, the page performed above expectations and, when indexed, did very well in SEO rankings.
The challenge
The business needed a marketing page to promote eero Business Wi-Fi 7 routers, as fiber sales were down. The business hoped for a boost in sales from its partnership with eero.
Key challenges included:
- Keeping the page within eero marketing brand guidelines, while also maintaining Frontier's visual language.
- Structuring a content flow that establishes the value of eero routers to business customers.
- Reducing the highly technical features of each eero router to small, easy-to-understand content groups.
Research & discovery
We conducted comprehensive research including:
- Benchmarking: Benchmarked the eero marketing pages of 3 regional telecom brands and eero's marketing pages.
- User testing: We tested the experience with 8 users via UserTesting.
- Workshops: Conducted two collaborative sessions with eero and Frontier stakeholder teams to determine business goals and branding requirements.
The solution
A clean benefits-focused page that:
- Frames the value of eero routers to small business owners.
- Entices prospective customers to purchase Frontier business fiber with the added benefits of a cutting-edge Wi-Fi 7 router.
Results & impact
On launch, the page exceeded expectations across key metrics:
Key learnings
This project reinforced several important principles:
- Sales increased when business customers were presented with meaningful monetary value, like top-of-the-line Wi-Fi tech.
- Users were more apt to check if their business address is in a Frontier serviceable area because of the added benefits of eero tech.